GB745 Electronic Commerce Marketing   (3.00 cr.)

Prerequisite: GB702. Develops strategies to meet the new expectations of the electronic marketplace which include the ability to purchase online, interact electronically, and be part of a community in cyberspace. Students learn to relate the traditional four Ps of marketing to the expanded potential of electronic commerce and develop an electronic commerce marketing plan for either a consumer-to-business or a business-to-business environment. Topics include targeting the most profitable customer, providing a total experience, customizing for success, fostering community, one-to-one marketing, and permission marketing.